Say the word "Clorox," and harsh products like bleach may come to mind. But the Oakland, Calif.-based company is making a big push into the market for eco-friendly cleaning supplies. Green Works, a line of "green" cleaning products, is the company's first new brand in decades.

A few small firms, such as Seventh Generation and Method, have been selling natural, biodegradable household cleaners for years. But those products cost more, and their loyal customers aren't typical consumers: They eat organic and shop at farmers markets or natural foods stores.

Clorox is marketing its new brand to mainstream consumers as the big retailers — like Wal-Mart, Target and supermarket chains — are bringing in more green products.